October 14, 2010
+Browser Behavior

The Internet medium is an awkward medium within the art industry. It has no intrinsic value other than providing a basic measurement of your advertising ROI for your site’s requests for engagement. Additionally, it’s immaterial and therefore incapable of generating monetary gain on its own, but rather directs the engaged to more traditional means [even online] of market exchange where they are able to collect material souvenirs of their online experience. Thus, net art is more directly capable of referring to art’s hidden social role as an abstract economy. After all, it’s one of the largest unmediated and illiquid markets in the [public] world.
With this said, there are Net Artists that continue to test the potential of the Internet medium. Rafaël Rozendaal, http://www.newrafael.com/, is a Dutch-Brazilian artist that has helped pioneer the “single serving site” and has developed an international exhibition reputation [e.g. "Los Angeles, Barcelona, Tokyo and London amongst others."]. Each site/work is an interactive animation that simply does what static works of art cannot: it plays with you/you play with it. In addition to each work’s share-value [i.e. the value produced by the gesture of sending a site link to a friend and them thinking "wow, that's pretty cool; so-and-so is cool for sharing this and now I will share this and create the same cool value for myself"], and an online store that sells limited addition prints of the work, Rozendaal sells the individual domain spaces as collectible works of art.
Recently, Rozendall has opened a new exhibition in Berlin, at The Future Gallery. Below is a video walk through of the exhibition. The following links will take you to the works being exhibited: TowardsAndBeyond.com, IntoTime.com, HybridMoment.com. Please note the corresponding title information for each work at the top of the browser window.











